Dr Dongmei Zha
Lecturer in Marketing

Research area(s)

My research interests have been focusing on consumption experience from sensory perspective. I take a multidiscipline approach to understand how consumers mine, and internal process brand information in brand settings (physical & virtual) via experiences, which influence consumer decision-making and brand performance in different contexts. This area of research expertise resonates with the current mindset and concerns of practitioners in the marketplace as firms today, increasingly view the offering of an experience as the defining feature of a customer-brand engagement.

Research Interests

• Sensory Marketing
• Experiential Marketing
• Consumer Psychology

Grants